Marketing

6 ECTS credits
150 h study time

Offer 2 with catalog number 1000309ANR for all students in the 2nd semester at a (A) Bachelor - preliminary level.

Semester

2nd semester

Enrollment based on exam contract

Impossible

Grading method

Grading (scale from 0 to 20)

Can retake in second session

Yes

Taught in

Dutch

Faculty

Faculty of Social Sciences & SolvayBusinessSchool

Department

Business

Educational team

Nanouk Verhulst (course titular)
Felitsa Anne-Marie Rademakers

Activities and contact hours

30 contact hours Lecture
8 contact hours Seminar, Exercises or Practicals
112 contact hours Independent or External Form of Study

Course Content

Each of us experiences the results of marketing on a daily basis. In this course, we provide an overview of the basic concepts and activities within the field of marketing. What is marketing? And which role can marketing play in a company? This course will provide you with a general introduction to the principles of marketing.

Concepts such as segmentation, targeting, and positioning play a crucial role hereby, as well as the instruments in the marketing mix, being product, price, promotion, and place.

We start from a description of the marketing discipline, we address marketing strategies, and frame marketing within the overall business strategy. Doing so, we particularly pay attention to, among others, analysis of the marketing environment. We focus on buying behavior of both consumers and businesses, and we examine how a marketing strategy can be developed and implemented in a sustainable way (internationally).

WPO sessions and guest lectures complement the theory, so that students learn to apply the principles and theories of marketing

Course material

Handbook (Required) : Principes van marketing, Kotler, P., Armstrong, G., Harris, L.C. & N. Piercy, 8ste, Pearson, 9789043038065, 2021
Digital course material (Required) : Zelfstudieopdrachten & cases, Voor 6 ECTS-Marketing; WPO-opdracht, Canvas
Digital course material (Required) : PowerPoint Slides, Canvas

Additional info

Not applicable.

Learning Outcomes

General competencies

After this course, you should:

Have a decent insight in the foundation and terminology of the marketing discipline
Have developed problem-solving thinking skills, pertaining to marketing issues, by applying the theoretical concepts and frameworks addressed in this course
Have further improved your team work skills

Grading

The final grade is composed based on the following categories:
Written Exam determines 75% of the final mark.
Practical Exam determines 25% of the final mark.

Within the Written Exam category, the following assignments need to be completed:

Written Exam with a relative weight of 75 which comprises 75% of the final mark.

Note: The written examination consists of exercises and theory questions using open and/or multiple-choice questions. For multiple-choice questions, standard setting (= higher pass mark) applies

Within the Practical Exam category, the following assignments need to be completed:

Practical Assignment with a relative weight of 25 which comprises 25% of the final mark.

Note: For the WPO component, you are required to attend three WPO sessions and actively participate. In addition, you will submit one group task online at the end of the year.
The deadline for enrolling in a WPO group is the last day of the 4th week of the 2nd semester (week 25). If a student is not enrolled in a WPO group on time, the student will receive an absence on the course.
Peer evaluation (compulsory) will be used to establish the individual grading on the group work. Here, students are required to assess themselves and fellow group members on a number of criteria. The result of this is an individual adjustment factor. The adjustment factor will be used to individualise the group point (= the inherent value of the group work). This is done by multiplying the group point by the adjustment factor. The group work is graded xx/25, and has a weighting of 25% in the grading of the whole course unit. If a student does not complete a peer evaluation by the set deadline, the lecturer may decide to apply the maximum deduction of marks. The teacher always has the last say and can decide to strengthen the adjustment factor, weaken it, or even not take it into account at all, if the scores obtained turn out not to be reliable. This decision will in general only be taken in exceptional cases, but will always be based on clear arguments, analyses, and/or additional observations/interviews. Impact peer evaluation: a student can gain/lose a maximum of 2 points (compared to the general group point of 25 points) on the basis of the peer evaluation. E.g. 20/25 can become 18/25 or 22/25.

Additional info regarding evaluation

The practical assignment is compulsory for students taking the Marketing course for 6 ECTS.

The evaluation of the practical assignments is based on combination of:

- presence and cooperation during the WPO sessions and respect of deadlines

- group tasks during the WPO sessions and online group tasks

- Peer evaluation.

It is mandatory to submit the online group task and you may miss a maximum of one of the three sessions with a valid reason (official absence), otherwise this will be considered an absence for the WPO part, which means that you will not be able to pass the Marketing course. Failure to respect the deadline for submitting a specific group task will result in a 0 on that specific part.

You can only pass the Marketing course by participating in both the written exam and the WPO part. If you participate in only one of these two parts, you will automatically receive an absent as your final score.

Attendance at the sessions provided by guest speakers is also expected and is highly recommended in preparation for the exam.

During the semester, bonus questions can be asked to earn bonus points. Bonus points can also be earned when participating in research sessions (experiments/surveys) organized by the coordinating managers.

The WPO assignment cannot be resumed in the 2nd session. The partial result for this part of the exam is automatically transferred to the second examination period. WPO scores of at least 10/20 can also be carried over to the next academic year. However, this must be indicated by the student by e-mail to the course holder at the start of the new academic year and at the latest before the deadline of the new group compositions.

The use of AI is allowed in some parts of the WPO task. More information about when AI is allowed or not can be found on Canvas. If the students use AI in the allowed portions of the assignment, any use of AI must be appropriately indicated.

Allowed unsatisfactory mark

The supplementary Teaching and Examination Regulations of your faculty stipulate whether an allowed unsatisfactory mark for this programme unit is permitted.

Academic context